Dovetail Subscription conversion Workshop: Managing search and capturing customer feedback

1. Managing search and capturing
customer feedback
Sharon Bowles

2.  SEO vs PPC
 Third parties
 Moving up the ranks
 The search engine market
 Using customer feedback to improve your
performance

3. SEO vs PPC
 SEO
 Need to respond to search engine algorithm updates
 PPC
 Need to constantly review performance
 Find a healthy balance
 Investment of £££ in PPC
 Investment of time in SEO

4. 3rd Parties
 They have very large budgets for PPC and SEO
but do you;
 Let them take your traffic?
OR
 Do you take it back?
 If you’re doing your own PPC or SEO, any 3rd parties
should have your brand as a ‘negative’ term

5. Moving up the ranks
 Backlinks
 Social media
 Images (gift offers)
 Bounce rates
 Landing pages – keep it simple

6. Moving up the ranks

7. Moving up the ranks

8. Moving up the ranks
 Make it mobile friendly
 Avoid software that is not common on mobile devices,
like Flash
 Use text that is readable without zooming
 Size content to the screen so users don’t have to scroll
horizontally or zoom
 Place links far enough apart so that the correct one can
be easily tapped

9. The search engine market
 Google take 67% share, Bing/Yahoo, 29%
 2015 the year of change?
 Firefox now has Yahoo as its default search
engine
 Google’s deal with Safari is almost up

10. Using customer feedback to improve
your performance

11.  Increase search results’ CTR
 Increase rank in SEO results
 Fresh, unique content
 Increase site conversions
 Consumers are more likely to make a purchase from a
site which has customer reviews
 Increase renewal rates
Using customer feedback to improve
your performance

12. Search marketing top tips
 Invest in SEO as well as PPC
 Make it mobile friendly
 Don’t forget about the other search engines
 Customer feedback isn’t just about improving
customer service – use it to drive traffic